360° Campaign
No Time to Snooze
A jarring wake-up call for anyone settling for "good enough" RA relief — then show the life that effective treatment makes possible.
Drove an all-time sales record two years after launch.
Warn people with rheumatoid arthritis about the real cost of under-treatment, and show them what's possible with something better.
Most people don't realize that joint damage from undertreated RA is ongoing and permanent.
We opened on an alarming wake-up call, then pivoted to a dramatic transformation of life with effective treatment. TV worked hand-in-hand with testimonial films that echoed the theme in patients' own words across every touchpoint.
Led creative from brief through production. Built storyboards, supervised testing, and ran shoots in LA plus companion testimonial shoots in New Jersey, overseeing edit, color, sound, and motion graphics. Created master designs, then directed the freelance and junior team on downstream executions.
Already one of the world's most profitable medicines, the brand kept climbing. Spots scored a Millward Brown Awareness Index of 5 — well above the category norm of under 3.
